Editorial: Municipalities should have a say in outdoor advertising

Published 2:08 pm, Monday, April 2, 2018

First ad has gone up on digital poster at the corner of Whalley Avenue and Emerson Street.

First ad has gone up on digital poster at the corner of Whalley Avenue and Emerson Street.

Photo: Mary O'Leary/ Hearst Connecticut Media

Editorial: Municipalities should have a say in outdoor advertising

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It’s a big sign and it’s a big problem.

An electronic poster erected and lit at 1057 Whalley Ave. that will scroll advertisement 24 hours a day is pitting a business owner against some residents, a state representative and at least one alder.

The digital poster — which really resembles a small billboard — opens the door to a question that has future statewide ramifications that could impact businesses and change the landscape of neighborhoods: Who should have the authority to govern electronic billboards and other outdoor advertising signs that are erected in neighborhoods — municipalities or the state?

State Rep. Patricia Dillon, D-New Haven , has introduced House Bill 5515, which clarifies a state statute that municipalities have the ability to decide not only the height, use and location of advertising signs and billboards, but also their brightness and illumination, which the current bill does not address.

The Judiciary Committee has until this week to act on the clarification to zoning enabling legislation that tells towns they have the ability to control the brightness and illumination of digital billboards.

The bill comes after a business owner erected a 10 foot by 23 foot, double-sided digital poster on the BD Food Market and Deli property at the corner of Whalley Avenue and Emerson Street in New Haven. The giant, brightly colored poster will advertise different businesses.

Opponents say the billboard at that busy intersection — across the street from Chapel Haven, which helps intellectually disabled persons live independently — is a “tragedy waiting to happen.”

They cite concerns over drivers being distracted by the sign and argue it does not fit in with the aesthetics of the neighborhood, which just underwent a $500,000 makeover to give it a more “village” feel.

Alder Richard Furlow, D-27, is the driving force rallying others to object to the installation and eventually change the zoning rules.

The proposal to ban posters at the city level needs feedback from the City Plan Commission and a hearing before an aldermanic committee before there could be a vote by the full Board of Alders.

The billboards’ owner, Alex Churilov, who owns Advertex LLC in Southington, takes exception to the outcry, saying he has followed all the guidelines put forth by the zoning department in order to get the proper approval. The city does allow signage up to 12.5 by 25 feet.

And John Barrett, president of the Outdoor Advertising Association of Connecticut, said the updated state law is not necessary because it is “redundant and has no benefit to the public, the state government or the industry.”

This is a tough situation and we see both sides.

Business owners must be able to advertise to keep the doors open.

But residents do have a right not to have the neighborhoods where they live turned into a walking advertisement.

So, it’s a question of size and space and what some people believe should be control over the neighborhood where they live and pay taxes.

That appears to be up to the city of New Haven and the state of Connecticut.

But we believe municipalities and residents should have a say in where outdoor advertising is allowed.

We certainly hope the two sides can come to an agreement that is good for all.